“They’ll fight over it when you’re dead.”

In a world of subscriptions and SaaS, it’s easy to forget that some of the best products are built to LAST and you pay up front for a lifetime (or many, many years) of value.

I was reminded of this when I ran across a Wirecutter article by the The New York Times called: “What Are the Best Buy-It-for-Life (and Beyond) Products?”

There are many products in my life that I’d put into this category (Le Creuset being one of them).

How do these products stand the test of time? Quality, of course.

But often overlooked is their positioning.

I have many products by Saddleback Leather Co. and they have a clear positioning rooted in lifetime value: “They’ll fight over it when you’re dead.”

That one statement says a lot. And they back it up by describing their process and even made a video about how to knock off their leather bags that throws clear shade on copycats.

What are some other products that are made (and positioned) to last a lifetime?